Comcast AdDelivery and Mediaocean Announce Mediaocean Optica
New solution integrates Comcast AdDelivery system with Mediaocean media buying platforms to provide an innovative cross agency management solution
New York, NY and Denver, Colo, May 5, 2013 – Comcast AdDelivery, a cloud-based solution for delivering spot television ads via Comcast’s 100G fiber backbone, and Mediaocean, the largest independent advertising technology company processing more than $100 billion across holding companies and agencies globally, have created a fully integrated ad management solution “Mediaocean Optica.”
Comcast’s AdDelivery system — which delivers spots electronically to 98% of all media destinations in the US, including local and national broadcast stations, national cable networks and syndicators, will integrate with Mediaocean Spectra management systems for TV planners and buyers – which power media management across all six major holding companies in North America. The integrated system brings AdDelivery data into Mediaocean’s Spectra systems, automating formerly labor-intensive manual processes and closing key informational and operational gaps between media and trafficking teams.
Matt McConnell, Senior Vice President and GM, Comcast Wholesale, said of the partnership: “As one of the country’s largest media companies engaged in national and local advertising sales, and a major advertiser, Comcast has a customer-driven focus on the solutions that it provides to advertisers and their agencies. This solution combines our content management capabilities with Mediaocean’s vast experience and scope of advertising management services to provide a cost effective and efficient solution for ad delivery.”
Mediaocean Optica is designed to help bridge the divide between TV media teams—which are responsible for deciding which ads run on which stations—and the creative and trafficking teams, which create ads and work with networks to ensure ads meet technical specifications of agencies and broadcasters. The solution brings innovation and automation to a segment of advertising currently marked by manual work and disconnected data management systems to integrate it with wider agency operations.
Mediaocean Optica will enable agencies to execute advertising campaigns with more efficiency and intelligence, benefitting agencies and advertisers alike. Ultimately, it will promote the holistic management across agency units, laying a critical framework for targeted, optimized TV advertising.
Nick Galassi, President, Agency Systems, Mediaocean, added: “Creating technology to align systems across every part of the agency, and between agencies and broadcasters, is consistent with Mediaocean’s track record for bringing disruptive technology to traditional markets. And with Comcast AdDelivery’s wide reach across broadcasters, unparalleled technology infrastructure, and world-class AdDelivery system, I can’t imagine a better partner to work with to bring this solution to the industry.”
Mediaocean empowers businesses and professionals across the global marketing ecosystem with intelligent automation, flexibility, and open platforms—letting its partners define their business and future, no matter where the landscape turns. With over 80,000 users conducting 7 million transactions daily and managing $100 billion annually through our systems—across all media channels, in areas from workflow to real time bidding—Mediaocean drives the marketing universe ahead. Learn more at www.Mediaocean.com.
About Comcast AdDelivery
Comcast AdDelivery, a business unit of Comcast Cable, operates an automated video asset management system that utilizes Comcast’s 100G fiber backbone for cost effective, customizable and secure delivery of HD and SD television advertising spots with distribution to thousands of media destinations across the U.S. AdDelivery’s collaboration with media buying platforms integrates the ad distribution process into their comprehensive service offerings and provides advertisers, agencies and production houses a fast, efficient and reliable method for managing and distributing video assets from post production to broadcast.